Definition of net response

gross response (see response rate) to a mailing minus unpaid credit orders and cancellations. Net response may also be expressed as the total cash orders plus paid credit orders. The success of a sales promotion is measured in terms of net response, which is a more accurate measure than gross response. For example, assume that mailing A had a gross response of 100 orders and mailing B had a gross response of 75 orders. It would appear that mailing A was more successful. However, mailing A had a pay-up rate of 50%, for a net response of 50. Mailing B had a pay-up rate of 80%, for a net response of 60, making mailing B more successful than A.